Get the Most Out of GrubHub Online Ordering
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Get the Most Out of GrubHub Online Ordering

So you’ve implemented Grubhub online ordering to bring more orders and greater efficiency to your restaurant, but are you doing all you can to capitalize on your investment? Your Grubhub partnership comes with an array of best-in-class technology and tools to grow your business and reach new diners.

Here are seven tips and tricks on how you can make the most out of your restaurant’s Grubhub partnership.

1. Launch promotions

Did you know that restaurants can run their own promotions on Grubhub? Whether the goal is to introduce a new menu item, increase ticket sizes or generate loyalty, promotions catch the eye of value-driven diners. You can tap into loyalty tools to encourage customers to place repeat orders to receive an exclusive reward. The best part? Promotions can be added, changed or removed as you, the restaurant owner, see fit. Experiment with promotions and loyalty tools on Grubhub, and your diners might be checking out your menu more often to see what new offers are available that day.

2. Encourage online ordering through Direct

Modern diners flock online to get their next meal. Digital ordering and delivery have grown 300% faster than dine-in traffic since 2014. These days, diners expect their favorite restaurants to offer online ordering. That’s why many restaurants are turning to Direct, a commission-free online ordering platform. Direct is a branded online ordering platform that can integrate with your existing website. You can customize it to match your restaurant’s look and feel, and access customer data to improve sales. The best part? You won’t pay any additional fees whatsoever — all eligible Marketplace restaurants can join Direct free of charge.

3. Optimize delivery

According to our Grubhub data report, 63% of surveyed consumers report increased frequency of third-party restaurant delivery orders compared to pre-pandemic. Better yet, 90% of surveyed consumers expect increased usage going forward. Offering delivery at your restaurant is essential to capturing this demand.

Grubhub’s restaurant delivery service is perfect for restaurant owners who want professional, knowledgeable delivery drivers but don’t want to deal with the operational overhead of managing a delivery program including scheduling, insurance and tip-outs. For those who do delivery themselves, your Grubhub Account Advisor can help you optimize your fees, minimums and delivery zone to ensure you are attractive to local diners.

4. Streamline point-of-sale operations

Did you know that Grubhub can integrate with your restaurant’s point-of-sales (POS) or ordering system? Grubhub works with all kinds of technology providers to help streamline a restaurant’s ordering and fulfillment operations. Restaurants can increase efficiency by simplifying order throughput to a single system. This integration can help restaurants increase efficiency, update multiple menus in real time and streamline employee training. Streamlining your technology reduces clutter and makes managing your restaurant easier.

Check out what POS systems you can integrate with Grubhub.

5. Analyze your diner data

With online ordering from Grubhub, restaurant owners have detailed access to their order data. Through dedicated, secure accounts, restaurant owners can access their restaurant sales data from a tablet or computer. The customer insights dashboard gives insight into the online ordering habits of specific customer groups. Metrics such as month-over-month order volume allow owners and managers to review the restaurant’s performance, spot trends and identify new opportunities for growth.

6. Promote your online ordering link

Now that you have all the tools you need to process online orders, the last step is to spread the word. One of the best ways to reach customers directly is through social media. Creating and maintaining Instagram, Facebook and even TikTok accounts for your restaurant is a great way to get your cuisine in front of interested customers. Make sure to add a link to your restaurant’s online ordering site like Direct, Grubhub or your website to your social media bios.

You also want to make sure your restaurant is searchable on the web. Creating a website for your restaurant if you don’t have one, or optimizing your website to include a way to place an order is essential in establishing an online presence. 77% of consumers reported they are likely to visit a restaurant’s website before they dine in or order takeout and delivery. Including your online ordering link on your website can prompt customers to place an order. If you claim your restaurant on Google Business, you can customize what link diners are directed to when they look up your restaurant.

Grow your restaurant with Grubhub

At Grubhub, we understand that running a restaurant doesn’t come with a recipe. That’s why we are always looking for the best solutions to help restaurants grow. Whether you use Grubhub for delivery and pickup, or have customized your Direct site to get more commission-free orders, there are many ways you can get the most out of your Grubhub partnership. Is your restaurant not on Grubhub yet? Partner with Grubhub today to reach new customers and grow your business. Sign up now!

How to start a restaurant
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How to start a restaurant

Opening a restaurant is a dream for foodies everywhere. As an owner, you enjoy full creative control over the menu, food quality and customer experience. Before you start a restaurant, however, it’s important to understand exactly what goes into the process.

So sit back, untie your apron and dig into the steps for opening a restaurant.

Steps to open a restaurant

Opening a restaurant is both exciting and complicated. From getting licenses to planning a menu and buying kitchen equipment, each phase requires patience and attention to detail. Use these steps to organize your plan of attack.

1. Decide on a restaurant concept

Your restaurant concept is the central idea or theme of the business. Typically, it involves two core elements: the cuisine you offer and the environment in which you serve it.

Popular cuisines include:

  • italian
  • Indian
  • mexican
  • chinese
  • American
  • sushi
  • vegan
  • BBQ
  • Pizza

Once you know what kind of food you want to serve, it’s time to design the environment. Some common style and size options are:

  • Diner
  • Fast food
  • fast casual
  • Counter-serve
  • Sit-downs
  • ghost kitchen
  • Fine dining
  • Café/bistro
  • Coffee shop
  • Pubs

To crystallize your concept, summarize the idea into a sentence. For example, “a small fast-casual café serving espresso drinks and elevated comfort foods in a cozy setting.”

A list of 10 restaurant concepts.

2. Build a restaurant business plan

Write a restaurant business plan that describes your operations, analyzes the market and identifies the target audience. It should also lay out the structure of the organization and make financial projections.

A well-researched plan is a roadmap for opening a restaurant — you can use it to guide every important decision, from choosing a location to setting the menu. Potential investors will use the plan to determine your potential for success.

When you’re opening a small restaurant, the business plan can be less complex. You might include fewer details about the organizational structure and focus primarily on the target audience and competitor analysis.

3. Secure restaurant funds

There’s no getting around it: It’s expensive to open a restaurant. Many owners need to seek funding to help cover the costs of rent, furniture, decor, equipment, insurance, licensing and labor.

Some common funding sources for restaurants are:

  • Business loans
  • Business lines of credit
  • Financial support from family and friends
  • External investors
  • Crowdfunding
  • Grants

Restaurant startup costs can vary considerably based on size, type, and location. One survey of restaurant owners reported that average totals range from $175,000 to $750,500. Another report estimated startup costs ranging from $95,000 to $2 million.

Owning a restaurant can be profitable. However, since profit margins are tight — usually ranging from 3% to 5% — you must control factors such as inventory tracking, ingredient selection and food waste.

4. Find a restaurant location

Location is one of the most important factors in a restaurant’s success. It determines everything from public perception to the customers you’re most likely to attract. A restaurant that’s highly visible and set in a convenient location may have an easier time than one that’s hidden away on a back street with no parking.

As you evaluate locations, consider these factors:

  • Price
  • size
  • Layouts
  • Available parking
  • driving distance
  • Proximity to public transportation
  • Visibility from the sidewalk or road
  • Ease of access
  • Existing kitchen facilities

Think about your target audience, too. Where do they live? Will they walk or drive to the restaurant? What kind of environment do they prefer?

Use audience insights to guide your property search. If your goal is to be the local date-night hotspot, for example, you might prioritize a property with a beautiful view or an intimate vibe.

5 questions to ask before signing a restaurant lease

5. Obtain restaurant licenses and permits

Every restaurant needs a license; it demonstrates to customers and officials that you know how to operate legally and safely. Restaurant licensing requirements vary based on your location and business and may be required by city, county, state, or federal regulations. Common licenses and permits include:

County/city

  • Business license
  • Food service license
  • Food handler’s license
  • Building health permit
  • Certificate of occupancy
  • Sign permit

state

Federal

6. Create your restaurant menu

Work with your chef to craft a menu. Most menus fall into five categories: static, cyclical, fixed-price, du jour and à la carte. As you choose dishes, consider these factors:

  • Alignment with restaurant concept
  • Popularity and competitive advantage
  • Most important ingredients
  • Ingredient availability and seasonality
  • Prep time and complexity
  • Costs and profit margins for each dish
  • Food allergies and dietary preferences

When you come up with a short list of dishes, consider menu pricing; set prices that are acceptable to your target market but still enable you to make a profit. If certain items are too expensive for the restaurant concept, eliminate them from the menu.

At this point, you should have a final list of dishes. To design the menu, follow these tips:

  1. Separate dishes into categories.
  2. Allow plenty of white space.
  3. Highlight priority meals with bold fonts or graphic elements.
  4. Indicate items that are safe for allergies and dietary restrictions.
  5. Write applying descriptions.
  6. Take beautiful photos for your website and delivery menu.

7. Find restaurant equipment and food suppliers

With your menu in mind, find suppliers that can deliver the necessary ingredients on your required schedule. Build community and gain a competitive advantage by working with local suppliers to source high-quality foods with short delivery times. Other options include national wholesalers, catering suppliers, and commercial butchers, farmers, and fishmongers.

Then, purchase the necessary equipment for the restaurant. At a minimum, you’ll need appliances and furniture for:

  • Food preparation
  • Foodstorage
  • Foodservice
  • Guest comfort
  • safety
  • Cleaning
  • trash collection

Equipment is a big investment, but you can buy used items to save money without sacrificing functionality.

Technology is another important consideration; it helps you market the company, process orders efficiently, and capture more delivery business. Most restaurants need a point of sale (POS) system, printer, cash drawer, payment processing technology, kitchen displays, and a mobile ordering system. Grubhub can streamline your tech stack — it integrates with many POS systems, so delivery orders flow right through to the kitchen.

8. Hire restaurant staff

Place job postings in local newspapers, on online job boards, and in social media groups. You can also reach out to professional contacts for referrals, especially when it comes to manager and chef candidates.

The number of employees you need depends on the size of the business. At a minimum, you should hire:

  • general manager
  • Chefs and/or cooks
  • Dishwashers
  • Hosts
  • Bartenders
  • Servers
  • bussers
  • Janitors

In small restaurants, the same people may fill several of these roles. Large or specialized restaurants may need additional staff members, such as a food and beverage manager, executive chef, pastry chef, sommelier and kitchen manager.

Onboarding is paramount for a new restaurant. With thorough orientation and training, workers can do their jobs with confidence and create a positive experience for customers. This is a great time to establish company values ​​and traditions that minimize employee turnover: respect, fair and flexible scheduling, continuing education, staff safety and an inclusive environment.

9. Create a restaurant marketing plan

Marketing is critical for a restaurant startup. Done successfully, it builds a buzz and gets local customers excited to try your food. A marketing plan helps you stay on task and build brand awareness, even amidst the chaos of a grand opening. This document maps out your marketing strategy — what you want to achieve with your promotions, how you’ll do it, and how you’ll know it’s successful.

As you build a restaurant marketing plan, include these items:

  • Description of the target audience
  • Competitor marketing analysis
  • Marketing objectives, such as building brand awareness or increasing foot traffic
  • Marketing activities that achieve your objectives, such as social media campaigns or marketing emails
  • Metrics to track the performance of marketing activities

For modern restaurants, a website is the most important marketing tool. It’s the core of your web presence; customers will visit to see the menu, look at photos and find opening hours. To drive additional business, consider adding a branded online ordering website with Grubhub Direct.

10. Host a grand opening

There are two phases to a restaurant opening: the soft opening and the grand opening.

During a soft opening, you invite a select group of people to try your restaurant. It’s a great time to get your staff up to speed, refine your operations and experiment with a trial menu to see how customers respond to different dishes. Before your soft launch, you should have a menu with prices, all necessary equipment and trained kitchen and front-of-house staff.

After you implement the lessons from the soft launch, you can plan the grand opening — the first day the restaurant is open to the public. Make sure to build excitement with advertisements, social media posts and influencer marketing. Create a sense of occasion by offering special treats to the first customers, setting up a photo background or planning live entertainment.

Invest in tools to grow your business

Getting to your restaurant’s grand opening takes time and effort, but the results are rewarding. With careful planning and an organized approach, you can set the business up for long-term success. Grubhub is here to support restaurant growth. Our solutions like professional delivery, direct online ordering, POS integration and virtual restaurant support can help get your new restaurant in front of eager customers. Want to learn more about how partnering with Grubhub can benefit your business? Try Grubhub free for 30 days.

Restaurant advertisement: growing awareness of your brand
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Restaurant advertisement: growing awareness of your brand

Restaurants rely on local business, which means awareness is everything. Before they can stop in for a meal, customers need to know your establishment exists. That’s the role of marketing and advertising: to build awareness and familiarity in your target audience as a way to boost sales.

Get your brand out there

Marketing is one of the most important aspects of operating a restaurant. An effective marketing strategy helps your business succeed by:

  • Building brand awareness and name recognition
  • Creating relationships with your target audience
  • Distinguishing your restaurant from competitors
  • Convincing customers to try your food
  • Increasing sales and revenue

The way you market your restaurant also strengthens its brand — the way the public perceives and identifies the business. It’s hard to overestimate the value of a compelling and powerful brand. It builds familiarity, trust, and loyalty in your customers, making them more likely to choose your restaurant over competitors.

What’s the difference between marketing and restaurant advertising? Advertising is one facet of marketing; a restaurant advertisement typically involves promoting your restaurant through paid channels.

How to market your restaurant

The most effective restaurant marketing strategies use a multi-pronged approach. By showing your food and brand on a variety of channels, it’s possible to reach different sectors of your target audience.

This strategy also increases the number of times customers are exposed to your brand. That’s important for the legendary “Rule of Seven,” which states that viewers need to see an ad or marketing campaign seven times before they take action.

As you write a restaurant marketing plan, make sure to include a broad selection of platforms.

1. Email marketing

Email marketing is one of the most valuable forms of marketing for the food industry. You own the email list, which means you can communicate with recipients at any time — without relying on a search engine algorithm or a platform to show your content to followers.

Email is particularly effective for restaurants because it enables you to control when viewers see marketing messages. Want to boost midday sales? Send out an email with the daily lunch specials at 10:30 am, when office workers are starting to think about lunch. Is Mother’s Day coming up? Help customers decide how to celebrate by sending an email announcing a holiday brunch.

Restaurant advertisement: growing awareness of your brand

2. social media

When diners are trying to pick a restaurant, they often scroll through locations or relevant hashtags on social media to find an appealing option. Social media marketing increases your chances of showing up in those searches.

To build a powerful social media presence for your restaurant, you must capture diners’ attention when they’re ready to buy. This process typically involves:

  • Selecting the platforms that are popular among your customers
  • Post beautiful food photography and videos
  • Humanizing your brand with “behind the scenes” content
  • Boosting engagement with content and special discounts
  • Including links to your website and online ordering system

It can pay to create accounts for your restaurant on Facebook, Instagram and TikTok. Utilizing a social media calendar can help you post on a consistent cadence.

3. Paid restaurant ads

Advertising usually requires you to pay for placement. Your restaurant advertisement strategy should include both print and digital ads, including:

  • Social media advertising. Instagram and Facebook ads can be targeted to reach your ideal customer. You can customize them with photos of food, interiors or employees.
  • Google display ads. By joining the Google ad network, you can position your restaurant’s advertisements on participating websites.
  • Restaurant billboards. Billboards are essentially supersized print ads that sit in high-traffic areas.
  • Print ads in newspapers and magazines. This type of traditional advertising tends to work well for an older demographic.
  • Radio ads. Reach customers while they’re driving with paid radio ads that promote your food or special deals.
  • Podcast ads. Like radio ads, these promotions are audio-only. They typically appear during podcast breaks. Podcasting is a popular medium for younger listeners.
  • Advertising videos. Video promotions often appear in television commercials; you can also use them as display ads on websites and YouTube.
  • Direct mail. Send restaurant ads through the physical mail. This is an effective way to stand out from online noise and promote a grand opening, special event or new menu. You can even include discount coupons as an added incentive.

A great restaurant ad is attention-grabbing and easy to understand — viewers should be able to comprehend the message in seconds. In many cases, effective ads use emotions to create fast, powerful connections with customers. Finally, make sure to include a call to action to convince the audience to visit your website, follow you on social media, sign up for the email list or stop by your restaurant.

4. Printmarketing

Digital marketing has gained traction in recent decades, but traditional print marketing can still be a powerful tool. You might create flyers to put up on local billboards or print a brochure to leave at hotels in the area. You can also staple your print marketing materials or special deals for customers’ takeout and delivery order bags. If your restaurant offers catering services, a printed catalog with a food menu can help event planners and wedding venues share your business with clients.

Other types of print marketing include:

  • Business cards
  • Table tents
  • Posters
  • Signs
  • Bag inserts

5. Content marketing

Content marketing is the process of creating and sharing blog posts, videos and social media content to promote your restaurant. You can include both direct and indirect promotions. A social media post might announce your latest special outright; a blog post could take a more indirect route by sharing a popular recipe or discussing the food scene in your city.

Tips and tricks for marketing a restaurant

No matter what platform you choose, use these restaurant advertising and marketing tips to attract more customers:

  • Invest in high-quality photography and video to showcase your food and restaurant in the best light.
  • Include deals and discounts to give customers an additional reason to come in.
  • Keep an eye on competitors and stay up-to-date with their marketing strategies.
  • Engage customers by asking for feedback, particularly on social media.
  • Fill out your Google Business profile completely.
  • Experiment with advertisements in a variety of locations and refine your strategy to include the ones with the highest response.

How much should you spend on advertising?

Restaurant advertising can be as affordable or as expensive as your budget allows. As a rule of thumb, marketing experts suggest that small businesses spend between 7% and 8% of their revenue on marketing. For most companies, advertising spend should account for no more than 20% of the total marketing budget.

If your restaurant had yearly revenue of $1 million, the marketing budget would be $70,000 to $80,000. Your maximum advertising budget would fall between $14,000 and $16,000.

The actual budget can vary significantly from restaurant to restaurant. Some businesses see a high return on their ads, so they spend more. Others may be more successful with other types of marketing and choose to invest accordingly.

When you’re just starting out, you might want to spend more on paid ads. As soon as your organic marketing strategies catch up — you build a social media following or bring in traffic to blog posts, for example — you can reduce the advertising budget.

Calculating the ROI of your restaurant marketing efforts

At the end of the day, the goal of promotional activities is to bring in new customers and increase food sales. As a restaurant owner, it’s helpful to monitor the return on investment (ROI) of your restaurant marketing and advertising campaigns. The results can help you design a targeted strategy and set an appropriate budget. To calculate the ROI, use this formula:

(sales growth – marketing costs)/marketing costs = ROI

For example, if you spent $1,500 on marketing in a quarter and saw a $5,000 increase in sales during the same period, you would calculate ROI with this equation: ($5,000-$1,500)/$1,500 = 2.33%.

There are no set rules for an acceptable ROI. In general, the higher the ROI, the more successful the strategy. To find the strategies that work best for your restaurant, calculate the ROI for different advertising and marketing campaigns.

As you create a marketing and advertising plan for your restaurant, remember that it’s a process. With trial and error and regular attention, you can develop a refined strategy that brings in customers and increases sales.

Growing your advertising reach with Grubhub

Reaching customers is difficult for any restaurant. That’s why it helps to have a trusted partner like Grubhub by your side. When you list your restaurant on Grubhub Marketplace, you have instant access to 33+ million paying customers. You can run promotions and get access to loyalty tools to advertise your business, grow your brand.

Ready to grow your business? Sign up for Grubhub today.

How to grow a restaurant’s social media following
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How to grow a restaurant’s social media following

Food is everywhere on social media. Spend just a few minutes scrolling and you’ll see restaurants, private chefs and food bloggers showing off their latest creations. It’s easy to see why — highly visual platforms such as Instagram, TikTok and Pinterest are the perfect place to display mouthwatering dishes. If you’re not using social media marketing for your restaurant, it’s time to get posting.

Why is social media marketing important for restaurants?

Social media is critical for your restaurant marketing plan — after all, it’s where your customers are spending time. According to the Pew Research Center, 72% of American adults use at least one social media platform. People between the ages of 18 and 49 are particularly active; more than 80% of this age group use social media regularly. The majority of users visit their preferred platforms at least once every day.

Your customers aren’t just connecting with friends; they’re using social media to search for potential restaurants and make purchasing decisions. An MHG study found that 45% of American diners have decided to try a restaurant because they saw one of its posts on social media.

Building a social media presence takes time, even if you use a social media management company, but it can have a significant impact on your business. The benefits of social media marketing for both large and small restaurants include:

  • Increased brand awareness and brand recognition
  • Creating a stronger brand identity
  • Converting followers into customers
  • Building customer loyalty
  • Expanding your audience
  • Building social proof

How to choose the right platform

If you’re like most restaurant owners, you don’t have time to maintain profiles on every major social media platform. To maximize your ROI, all you need to do is choose the platform where your target audience is most active. Later, you can expand to other social media channels.

Facebook

Facebook is the largest social media platform across all age groups, according to Gallup research. About 60% of all Americans aged 18-34 and 55+ use the service daily or weekly, in addition to 66% of people 35-54 years old. No matter your target audience, a Facebook page is a must.

Many users see Facebook as an extension of a brand’s website; they come to check current opening hours, see daily specials and look at the menu. Facebook also allows you to receive reviews, add links, post content and even answer FAQs via chat, so it’s an ideal place to build a community.

Instagram

Instagram is primarily a photo and video-sharing app. The platform is almost entirely visual, so it’s the perfect place to show off your best food photography. Instagram is an effective discovery engine; use appropriate hashtags and location tags to help people find your content. Instafoodies is a growing community, and sharing delectable photos and videos of your cuisine is a sure way to grow a following.

If your audience is between the ages of 18 and 54, Instagram is particularly useful. Gallup finds that the majority of this age group logs in daily or weekly. Customers 55 and older are less active on the app.

TikTok

If you have the resources to film and create short videos, TikTok can be a valuable digital marketing channel for your restaurant. This relatively young video platform is effective at delivering your content to new users, so it’s a good way to reach a bigger audience. To get the most value and exposure, keep up with trending video styles and sounds.

TikTok is a good way to reach younger diners. About 33% of people aged 18-34 use the platform frequently. According to Gallup, it’s also growing in popularity with millennials; 23% of people between the ages of 35 and 54 use the platform.

Twitter

Twitter is a useful social media marketing tool if you’re ready to engage with the community. The fast-moving feed has a limited character count, so you can share short, easily digestible bits of information. Make sure to allocate time to respond to comments, answer questions, and join in on discussions — Twitter is all about conversations.

Twitter is on par with TikTok when it comes to usage, but those stats are likely to change as TikTok grows. Currently, the platform is used daily or weekly by 36% of people aged 18-34 years, 23% of people aged 35-54 and 13% of adults aged 55 or older.

Social media marketing tips and tricks

Restaurant social media marketing is flexible. If one post type doesn’t work, you can adjust your social media strategy quickly and cheaply. As a restaurant owner, it’s a good idea to stick to these best practices:

  • Stay professional, but establish a unique voice
  • Track analytics to identify the best-performing content
  • Engage your audience
  • Keep up with the latest trends
  • Use hashtags to join the conversation

1. Create a consistent brand voice

Every time you post on a social media account, use a similar style and tone. Consistency gives your restaurant a distinct personality, which attracts customers and builds familiarity.

If you’re not sure where to start, imagine your restaurant is a person. How would it speak? Would it use slang, or would it be more formal? It’s also helpful to consider the words and tone your target audience will respond to.

2. Share rewards, discounts and limited-time offers

Give your social media followers a reason to visit your restaurant by offering special deals and offers. Add a promo code for online orders, or invite people to follow your profile to get a discount when dining in. You can run promotions during happy hours, food holidays or even slow days of the week.

3. Host a social media contest to build customer loyalty

Social media algorithms reward engagement; if your posts get a high volume of likes, comments and shares, the platform is more likely to show future content to more people. Contests are a fun way to generate more leads and encourage viewers to follow, create user-generated content and interact with your profile.

keep it simple; you can post a photo and host an informal caption contest, ask people to post their best food photos, or invite followers to name your newest menu item. Offer a prize that boosts business, such as a free meal or branded merchandise. Make sure to cross-promote your social media marketing contest on other channels.

4. Deliver an authentic social media presence

Modern social media users are exceptionally savvy — they respond best to authenticity and enthusiasm. To build stronger connections, showcase the human side of your restaurant. Offer a behind-the-scenes peek into the kitchen, introduce your staff, and explain the meaning behind your restaurant logo. You can also hop on the “no gatekeeping” trend by sharing recipes and cooking tricks.

5. Establish a healthy cadence

A regular posting schedule is essential for social media brand-building; it ensures a steady flow of content. Aim to post at least three times per week, or more if you have the resources.

Consider creating a content calendar to plan posts in advance. That way, you can write content and take photos whenever you have free time. On posting day, all you have to do is hit the “publish” button. Facebook and Instagram even allow you to schedule future posts on the platform.

6. Reach out to an influencer

Influencer social media marketing is a great way to get your restaurant in front of a new social network. The process is simple: You pay food bloggers and social media personalities to promote your brand to their followers. Stick to people in your area, and don’t be afraid to work with micro influencers; their followings are often small but highly engaged.

7. Try a little video marketing

Video is the most popular and highest-performing social media in 2023, according to HubSpot’s The State of Marketing report. Engagement is particularly high on the short-form videos you’ll find on TikTok and Instagram reels. Try posting cooking tutorials, recipes or even beautiful clips of your top-selling menu items.

8. Respond to online reviews

Social media platforms are public forums; take advantage of that visibility by responding to negative reviews. When you’re professional, friendly and transparent, it builds trust and strengthens relationships. While you’re at it, leverage customer feedback to boost engagement and improve your operations.

9. Showcase menu updates

Social media is one of the most direct channels to reach customers. Instagram and Facebook are often the two common platforms diners check to get updates on your restaurant. Posting about your menu updates, restaurant announcements or seasonal changes can get your latest news to your customers in real time. Letting customers know about your restaurant’s changes can help drum up excitement and give diners a reason to place an order.

10. Increase takeout and delivery sales by promoting online ordering

Customers often scroll through social media when they’re trying to choose a restaurant for lunch or dinner. If they see something that appeals to them, they’re likely to order right away. Make it easier by promoting your online ordering options in your posts. Update your social media profile with links to your online ordering website and partner delivery apps. If you’re posting on Twitter or your Facebook page, you can include a clickable link in the post itself.

If you don’t currently have a way for customers to order online, Grubhub Direct is an easy way to build a branded, commission-free ordering website. The Direct Success Playbook can help you increase orders, create special promotions, and improve your marketing.

Create a commission-free, customized ordering website with

Social media marketing is a cost-effective way to get your restaurant in front of hungry diners. Start small, post regularly, and don’t be afraid to experiment — it’s a great way to find out what content resonates best with your audience.

Use social media to build a loyal following and increase your restaurant’s sales

Social media is a great marketing tool to help you reach new customers, build a fan base, and increase your restaurant’s sales. From promoting a dine-in special to using commission-free direct ordering links from Grubhub for Restaurants, social media can help increase your restaurant’s sales and build a restaurant brand.

Need a partner to help get your menu in front of more paying customers? Partner with Grubhub today to reach 33+ hungry diners and grow your business.

Your guide to great food critic reviews
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Your guide to great food critic reviews

Restaurateurs understand the weight of food critic reviews. A negative review could threaten to shut a restaurant’s doors, while a positive review can make a restaurant fill up reservations for weeks. In an industry where the approval of your work can make or break your business, it can be nerve racking to interact with food critics. To increase your chances of a positive rating, make sure your restaurant is prepared for a critic’s visit.

The role of a food critic

A food critic’s job is to visit restaurants, try the food, and write about the experience. Depending on the publication, the reviewer might also provide a rating. The purpose of a critic’s reviews is to educate readers about what to expect and help them make an informed decision about whether the restaurant is right for them.

Traditional food critics — those who write for newspapers and magazines — are usually reputable trained journalists. This formal education helps them apply consistent standards and write fairly about each establishment. Many critics have years of experience writing about food, restaurants, food service, chefs, and industry trends. They’re well-versed in different cuisines, cooking styles and service types.

Unlike other journalists, a restaurant critic needs a few specific, intangible skills — namely, a nuanced palette and few (if any) food aversions. That way, they can eat and write about a wide range of dishes without incorporating personal bias. Because they go incognito at restaurants, critics must be able to order and pay for meals without attracting attention.

Guidelines food critics follow

When a food journalist tries a restaurant, they pay close attention to every aspect of the experience. From the moment they walked in the door, they’re observing the decor, service, atmosphere and — of course — the food. Most publications require that their food writers follow a set of guidelines to ensure a fair reviewing process.

  • Anonymity: To avoid special treatment, critics try hard to blend in with the rest of the patrons at a food establishment. Their goal is to get the same experience as any other customer. To that end, they rarely use their own names when making reservations.
  • Range: Most critics try to taste a wide variety of recipes, often over the course of two or three visits. They typically order items from all parts of the menu, paying close attention to different ingredients and cooking techniques. This strategy gives them a better sense of the menu as well as the service experience. In many cases, a writer will bring a few guests to accommodate large orders without creating a spectacle.
  • No gifts: In most cases, the publication pays for the critic’s meals. They don’t accept free or discounted meals to preserve the integrity of their reviews.
  • Accuracy: Like any good journalist, a food critic strives for accuracy in every word. They double-check facts and verify that any claims they make are correct before the review is published.

Reputable critics understand that their words can have a very real effect on a business’s future; they go to great lengths to be fair and honest. Most publications establish a standard rating scale to help customers compare options at different price points. After a restaurant opens, writers usually wait a few weeks to review it; that way, the team has time to refine their operations and build key skills.

Wondering what standards your restaurant needs to meet? Some factors food critics consider include:

  • Flavor and freshness of food
  • Expertise of food preparation
  • Selection of menu items
  • Quality of service
  • Atmosphere of the restaurant
  • Price

Context is important, especially when it comes to service and atmosphere. After all, customers expect a different level of attentiveness and elegance at a fine-dining restaurant than they do at a diner. Critics take this into consideration when giving ratings.

In the age of blogs and social media, restaurant reviews can come from a variety of sources. While professional reviewers usually stick to journalistic standards, informal critics aren’t bound by the same standards.

How to earn a 5-star review

When you run a restaurant, you never know which patron could be a food critic. The best way to earn a good review is to create a consistent experience for all customers. Below are some tips and best practices.

  • Focus on quality. Great meals start with high-quality ingredients. To preserve quality, make sure food is served quickly and stored safely.
  • Refine your recipes. Narrow the selection to include meals customers respond well to. Choose dishes your kitchen staff can prepare well every time. Take a look at more tips on perfecting your menu.
  • Train your staff. Make sure they understand skills such as speaking to customers, processing transactions, clearing tables, and serving food in a way that matches the atmosphere of the restaurant. This is particularly important for fine-dining restaurants, where customer expectations are higher.
  • Offer efficient, friendly service. Customer-facing staff should aim to be friendly and welcoming but not intrusive. They should also be able to gauge what each table needs in terms of timing and interaction.
  • Ask for feedback. Offer comment cards, send out surveys by email, or poll customers on social media. Use the responses to improve your operations.

The best part? When you maintain high standards for food critics, you’re more likely to receive more positive customer reviews on social media and Google Reviews. The same is true across more informal types of food writing, including blogs and online publications.

Steer clear of these common restaurant mistakes

Despite their attempts at anonymity, food critics occasionally become recognizable. In some cases, you might receive a tip that a food writer is on your reservation list. If that happens, it’s important to avoid these common mistakes.

  • Don’t provide unusual services. If a food critic notices they’re getting preferential treatment, they’re likely to compare it to the service other tables are getting. When the difference is drastic, it can reflect unfavorably on the restaurant.
  • Don’t gawk. Ask your servers and front-of-house staff to avoid staring at the critic; aim to create a standard, welcoming experience.
  • Don’t interrupt the meal. Avoid the temptation to be overzealous with your service. Instead, give the critic time to taste and enjoy their meal.
  • Don’t offer freebies. A trusted food critic with experience won’t accept meals for free. When you make the offer, even if it’s well-intentioned, it may seem like you’re trying to manipulate the situation.

By showing a critic what it’s truly like to dine in your restaurant, you can create a positive and realistic experience. Without excess attention, the reviewers have time to focus on the food – they can appreciate each detail of the restaurant and represent you fairly in their food writing.

The importance of a multi-lingual restaurant staff
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The importance of a multi-lingual restaurant staff

As cities across the United States become increasingly diverse, restaurant owners are adjusting their practices to better serve diners. Bilingual workforces are growing, allowing businesses to cater toward non-English speaking customers. By hiring employees with a strong grasp of Spanish restaurants, you can create a better experience for a wider range of diners.

Why bilingual staff members are an asset to your business

If you run a restaurant in the United States, chances are good that a percentage of your customers are fluent in Spanish. About 41.76 million people speak Spanish at home; next to English, it’s the most common language in the country. Bilingual staff members enable you to communicate with a diverse customer base, making all your diners feel more comfortable and welcome. They give you a distinct competitive advantage — people who speak Spanish as a first language may be more likely to choose your restaurant if they can converse fluently with staff about the dinner menu, wine options and food allergies.

Experts expect Spanish to grow in popularity in the coming decades. While the majority of the country’s Spanish-speaking population has historically been concentrated in nine states, statisticians are seeing a move toward a broader geographic spread. Whether you run a Spanish restaurant in Florida or an American diner in Michigan, bilingual employees can prepare the company for changing demographics.

The most successful restaurants go a step beyond hiring multilingual employees; they train staff members in niche-specific restaurant Spanish vocabulary and explain how Spanish dinner etiquette varies from culture to culture. For example, when serving customers from Spain, the trickiest aspect of service is waiting to deliver the check until it’s requested. Diners from Mexico and Central America, on the other hand, may have different expectations.

Hiring a diverse staff

Hiring bilingual employees can be a challenge, especially if you aren’t fluent in both English and Spanish. Don’t rely on applicants’ self-assessment of language skills — find someone who’s both bilingual and experienced in the restaurant industry. They’ll be able to help you conduct the search and evaluate candidates more effectively.

When you’re hiring new staff, try these best practices:

  • Use bilingual job descriptions.
  • Advertise on Spanish-language job boards to reach a diverse group of job seekers.
  • Ask current bilingual employees for referrals.
  • Find a bilingual person to evaluate candidates’ language abilities.
  • Switch between both languages ​​in the interview.
  • Test interviewees on their food-related Spanish phrases.
  • Judge applicants’ Spanish vocabulary with a written test.

As you’re hiring, be mindful of your customers’ cultural background. If most diners speak a Latin American dialect, you might prioritize candidates who learned Spanish in Latin America as opposed to Spain. This strategy helps you find employees who can use precise regional vocabulary. Of course, if you’re serving authentic Spanish cuisine, you might opt ​​for workers who learned the language in Europe.

Restaurant Spanish: important phrases for all team members to know

For many restaurants, it’s not feasible to hire a full bilingual workforce. However, if you have a large Spanish-speaking customer base, consider training your existing staff in a basic Spanish restaurant. Knowing even a few phrases can help servers communicate more efficiently with people who speak limited English.

Into your standard Spanish vocabulary training, start by teaching basic phrases: bienvenidos (welcome), por favor (please), gracias (thank you), buenos días (good morning) and incorporate buenas tardes/noches (good afternoon/evening). Help employees expand their knowledge by hosting language classes or providing on-the-job training with bilingual employees.

At a minimum, staff members should understand key Spanish dinner, lunch, and breakfast words:

  • Dinner: la cena
  • Lunch: el almuerzo
  • Breakfast: el desayuno
  • Allergy: He’s allergic
  • Table: la mesa
  • Half portion: una media ración
  • Appetizer: plato de entrada
  • Entrée: plato principal, plato fuerte
  • Quiero/quieres: I want/you want
  • Beef: carne de res
  • Chicken: pollo
  • Beer: la cerveza
  • Soft drink: el fresco
  • Coffee: el cafe
  • Spicy: picante
  • Large: grande
  • Small: pequeña
  • Still water/sparkling water: agua sin gas/agua con gas
  • Wine: el vino
  • Plate: elplato
  • Fork: el tenedor
  • Knife: el cuchillo
  • Spoon: la cuchara
  • Glass: copa/vaso
  • Bill/check: la cuenta
Download a Spanish restaurant reference sheet.

Navigating a multilingual kitchen

When you start introducing multiple languages ​​into a restaurant kitchen, you can expect an adjustment period as staff from different linguistic backgrounds learn to communicate. Whether you’re running a Spanish restaurant or you simply have a diverse staff, a few communication and inclusivity best practices can create a more welcoming environment for everyone on the team:

  • Promote language learning on the job.
  • Offer language training in both English and Spanish.
  • Establish a no-tolerance policy for insults or bullying.
  • Encourage workers to share their languages ​​and cultures.
  • Discuss specific vocabulary for authentic Spanish cuisine and Latin American food.
  • Bring in translators for performance reviews and training sessions.
  • Offer multiple channels for employee feedback to accommodate everyone.
  • Take employee feedback seriously.

A company culture that prioritizes connections and celebrates employees’ unique backgrounds tends to feel positive and inclusive for everyone; it helps workers feel safe and reduces employee turnover.

Your restaurant manager play a big role — other employees will look to them for behavioral clues. To help managers navigate a bilingual kitchen more effectively, consider sending them for immersive language training. They might not become fluent overnight, but the extra language skills will go a long way toward breaking down communication barriers and enabling a free flow of ideas. It takes time and effort to build a bilingual restaurant workforce, but the investment can pay off significantly. When you provide services in multiple languages, it’s easier to attract a broader range of customers and build a foundation for long-term success. Need a partner to help your restaurant grow? Sign up for Grubhub today to reach more customers.

How to control your food expenses
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How to control your food expenses

alone — the rising price of food is one of the biggest challenges for restaurant owners in 2023. While costs are always subject to fluctuation, this year brings a perfect storm of economic forces. Inflation, persistent supply chain disruptions, and a possible recession are driving increases of 10% or more across the board. By finding ways to control costs, you can maintain a positive cash flow and protect your bottom line.

What impacts the cost of food?

The global food market is complex and interconnected, which means an incident across the world can have a significant impact on your restaurant’s operations. For example, Ukraine typically produces 10% of the world’s wheat and 13% of its barley; the Russian invasion has affected crops and exports, reducing the global supply and increasing prices.

Some other factors that affect the cost of food include:

  • Supply chain problems. Ongoing disruptions to the global supply chain slow the supply of both food and the packaging it comes in.
  • Natural disasters. Storms and unexpected climate conditions can wipe out crops, destroy stored food, or disrupt shipments.
  • Disease outbreaks. Diseases that affect crops or animals can drastically reduce the available food supply. In late 2022, for example, an outbreak of avian flu caused egg prices to rise by nearly 60%.
  • Labor issues. Food producers rely heavily on human labor; when they have staffing shortages, it can affect supply and drive up prices.
  • energy prices. High energy prices make it more expensive to process and transport food.

Types of restaurant food expenses

When you run a restaurant, there are three primary types of food expenses to consider when you’re building a menu: recipe cost, plate cost and period cost.

  • Recipe cost is the amount of money you need to spend to make a recipe. To find it, calculate the price of each ingredient. If a recipe takes 1 pound of flour and you spend $30 on a 50-pound bag, the cost for that ingredient would be 60 cents.
  • Plate cost refers to the cost of a meal on your menu. If it’s part of a larger recipe, you can simply divide the recipe cost by the number of servings. Otherwise, add the cost of each ingredient or element of the dish.
  • period cost is the amount you spend on food over a specific period of time. To calculate it, take the dollar value of your inventory at the beginning of the period and add the value of any purchases you make during the period. Then, subtract the value of the remaining inventory at the end of the period to get your total food cost.

When you understand each type of food expense, it’s easier to set appropriate menu prices. Track each cost regularly — that way you can spot seasonal increases for specific ingredients and adjust your menu accordingly. If blueberries are more expensive in the winter, you might focus on desserts that incorporate cheaper, in-season ingredients such as lemons or oranges. Adopt a seasonal menu to keep up with changing flavor profiles.

Current food-expense data also helps you react quickly when customers reduce spending on restaurants and entertainment.

Food cost percentage: how to calculate it and why it’s important

Food cost percentage is the expense of your ingredients expressed as a percentage of your revenue. This number is an important reference point when you’re keeping tabs on food expenses and profits. If your food cost percentage is too high, you may need to reduce food spending or increase prices to avoid diminishing your restaurant’s profit margin.

In general, a good food cost percentage for restaurants falls between 25% and 40%, but the ideal target depends on your restaurant’s typical meal expense. If you run a fine-dining business that serves caviar and prime cuts of beef, you might have a food cost percentage between 35% and 40%; for a sandwich shop, this number might be closer to 25%.

To calculate your food cost percentage, follow these steps:

  1. Choose a specific period of time and calculate the period cost for your food (value of beginning inventory + value of purchases – value of ending inventory).
  2. Calculate the total menu item food sales for the same period of time.
  3. Divide the period cost by the total food sales and multiply by 100 to get the food cost percentage.

3 ways to control your food expenses

When prices are high, it’s more important than ever to control food costs. Reducing meal expenses creates more wiggle room in the budget to cover incidental expenses.

As you adjust your restaurant’s practices, it’s important to move gradually and keep an eye on the latest USDA food plans. Small, sustainable changes enable you to keep expenses in check while maintaining a consistent customer experience during a business meal or family dinner.

1. Get the best prices

When you need to control food costs, start by examining your supplier agreements. Some ways to get a good deal include:

  • Shop around. Get quotes from multiple vendors to make sure you’re getting a fair price.
  • Negotiate. If you’re happy with your current supplier, see if you can negotiate a better deal. You may need to offer something in return — sign a long-term commitment, for example, or order more products in return for discounted prices.
  • Consolidate orders. Save money on shipping fees by consolidating your orders. Instead of ordering pasta and other dry goods every week, order once every 2 or 3 months. As a bonus, this strategy also makes it easier to get bulk discounts.
  • Pay on time. Timely payments help your suppliers manage their cash flow. If you have a solid history, they may be more likely to cut you a deal to secure your loyalty.
  • Find a local supplier. If your restaurant specializes in seasonal ingredients, consider partnering with a local farmer. You’ll pay less for transportation, and you can often negotiate a reasonable price for higher-quality foods.

Once you’ve found a satisfactory balance between food quality and cost, you can revisit your menu pricing strategy to ensure your food cost percentage falls within an acceptable range.

2. Customize your menu

Compare your menu to the last 3-12 months of sales data. What dishes sell consistently? What are the lowest-performing items? Do certain dishes sell only during specific months?

With these insights, customize your menu by:

  • Eliminating low-performers. If certain dishes rarely or never sell, cut them from the menu. That way, the ingredients won’t take up valuable storage space, and you won’t need to worry about spoilage.
  • Creating rotating offerings. If customers only order specific dishes during certain times, remove them from the menu the rest of the year.
  • Focusing on seasonal ingredients. Ingredients are more plentiful when they’re in season, so prices tend to be lower. Create a seasonal menu that highlights these ingredients, and builds excitement among diners by writing mouthwatering menu descriptions.

Adjusting your menu on a regular basis helps you save money, but it also gives customers a reason to come back. To ensure diners are aware of the latest updates, make sure to communicate the changes in your restaurant with social media posts and marketing emails.

3. Control your inventory

When your inventory goes bad, it’s essentially wasted money. To control costs, manage your inventory carefully. Some ways to do so include:

  • Track ingredients. Use software to track every ingredient; note which ingredients sit longer and adjust your ordering process accordingly.
  • Order perishable ingredients locally. Locally sourced food has shorter transport times and more frequent deliveries, which can help reduce spoilage.
  • Use promotions. If you notice that an ingredient is getting close to its expiration date, offer a special price on dishes that feature it. Grubhub Promotions makes it easy to increase visibility and increase sales for these menu items so you can quickly run through your inventory.

Cutting back on food waste

The food waste in your restaurant consists of the ingredients and leftovers you throw away every day. Spoiled food, returned meals, dropped trays, and inefficient preparation can all contribute to waste. By identifying the most wasteful aspects of your operations, you can get more mileage from your inventory and simultaneously reduce spending. Some ways to reduce food waste and manage your food costs include:

  • Order ingredients to align with sales volume.
  • Train kitchen staff in low-waste prep for each menu item.
  • Prevent spoilage by using ingredients with a “first-in, first-out” approach.
  • Standardize your recipes and portion sizes.

A low-waste operation benefits your bottom line — it cuts costs and keeps your food expenses under control, which leads to higher revenue.

Partner With Grubhub

As you find ways to control food costs in your restaurant, Grubhub can help. Your latest sales data is always available, enabling efficient analysis. Need to customize your menu items? The platform streamlines the process, so you can update the seasonal menu or push new promotions with just a few clicks. To get started, sign up for Grubhub today.